Burberry is famous for its trench coats and umbrellas, but they’ve just unveiled The Britain, a new watch that might make you think twice about the British brand.

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“The Britain is the embodiment of our rich, British heritage and all our inspirations,” said Christopher Bailey, Burberry’s Chief Creative Officer in a media statement.

“It’s a very personal project that we have been working on for a long time – The Britain is this powerful balance of modernity and tradition, mixing strong attitude and innovative design with craftsmanship and timeless quality.”

The Britain is no doubt a new direction for Burberry’s watch division, with particular features that make it stand out from their previous timepieces:

Check out the below videos for a closer look at Burberry’s The Britain.

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The Britain comes as an automatic, power reserve automatic as well as our favourite, a chronoscope. Some men don’t like watches with a dark face and light number dial, but this could be an exception. Images below.